MPI
Feeling the emotion in event design
AN ATTENDEE CAN PARTICIPATE WITHOUT BEING EMOTIONALLY INVESTED. INDEED, THEY CAN COMPLY WITHOUT CONNECTING. MPI CORRESPONDENT PAUL COOK EXPLORESS THE ISSUE WITH SOME OF THE ASSOCIATION’ S MEMBERS
P articipation is visible;
emotion is not. Maybe that’ s why the events industry has traditionally placed such emphasis on engagement. We can measure how many people answered a poll, attended a session, or interacted with an activation. But these actions only tell part of the story.
Because an attendee can participate without being emotionally invested. They can comply without connecting. So, perhaps the next evolution of event design isn’ t simply about creating more opportunities for engagement; it’ s about creating experiences that people genuinely feel.
Meeting planners are making a conscious effort to create more intentional attendee experiences. According to MPI’ s Q3 Meetings Outlook survey, 73 % of respondents stated that intentional event design will be‘ Essential’ or‘ Very important’ to their event success.
AI can lend a hand to a limited degree with event design. But as Tracy Judge, MS, CMP, founder and CEO of Soundings, points out,“ It can generate floor plans, mood boards, agendas and a first pass at a creative concept in seconds. But none of that is event design.”
“ Designing an experience that moves people is about understanding humans well enough to know what will actually move them. That’ s the part AI can’ t do.”
Jennifer Pitt, CMP( MPI Toronto Chapter), senior event planner for TD Wealth, believes that the most
successful events are those that create an emotional journey, from the arrival experience to networking moments, to the closing session.
“ This might include thoughtful room layouts that encourage connection, immersive lighting, sound, and even scent. When attendees feel connected, energised, or inspired, they are more likely to remain engaged.”
Colleen Connor, CMP, CMM, senior director of events for MPI, agrees that experience-first, attendee-centred design is impacting events right now.
She says:“ Creating intentional spaces with comfortable seating arranged to encourage discussion, clear signage and thoughtfully planned networking spaces can have a great impact on overall attendee satisfaction.” While attending MPI’ s 2025 the EVENT in New Brunswick, Pitt was
“ Designing an experience that moves people is about understanding humans well enough to know what will actually move them. That’ s the part AI can’ t do” impressed with the focus given to the‘ third space’: hallways, lounges and offsite venues. She says,“ Rather than concentrating all the design effort on the meeting rooms, they intentionally designed the spaces between sessions to encourage conversation and connection. We spend a lot of time designing the stage, but the real magic often happens in the spaces between the sessions.” Jennifer Pitt
Lean budget = less emotion? And if you think a lean budget means less emotion in your event design, think again.
Angela Yeung( MPI Toronto Chapter), CMP, DES, founder and creative producer for BzMix Solutions, is intentional about where she creates impact:“ A tight budget doesn’ t mean compromising the attendee experience. It means identifying the moments guests will notice, interact with and remember most,” she says and underlines a venue’ s existing furniture, for example, can be rearranged to maximise the overall emotional impact and design without incurring unnecessary rentals.
We’ ve spent years focusing on what attendees see, hear and do. The next evolution of event design is about something deeper: what they feel, and whether that feeling stays with them long after the event ends. When an experience creates an emotional connection, its impact can go far beyond the event itself.” n
ISSUE 145 / CONFERENCE & MEETINGS WORLD / 17